Sportswear giant Nike has acquired Tel Aviv-based Invertex, a computer
vision firm, as it looks to strengthen its digital technology as part of
its consumer experience.

Nike chief digital officer, Adam Sussman, said: “The acquisition of
Invertex will deepen our bench of digital talent and further our
capabilities in computer vision and artificial intelligence as we create
the most compelling Nike Consumer Experience at every touchpoint.”

Terms of the deal were not disclosed, but Nike said the acquisition of
the computer vision firm and its staff would help it focus on building
“groundbreaking innovations” to help Nike serve millions of members around
the globe.

David Bleicher, chief executive of Invertex, added: “Nike’s connection
to and understanding of their consumer is unsurpassed and we look forward
to joining their team to help drive the Consumer Direct Offense.”

Invertex has been working on 3D scanning to allow customer specific
e-commerce experience as well as to create mass customisation product
lines.

This marks Nike’s second acquisition in a month, in March it acquired
New York-based data analytics company, Zodiac as part of its consumer
direct experience strategy.